Accountants' Attitudes Toward Advertising and Their Use of Marketing Tools

Abstract

This paper reports the results of a national study of accountants' attitudes toward advertising and heir use of various marketing tools. A mail survey was used to collect the data from a randomly selected sample of accountants. Analysis of the results using percentages and means revealed overall negative attitudes toward advertising. However, younger accountants were more favorable toward the use of advertising. This indicates that in the future there will be increased emphasis on marketing and advertising of accounting services. Seminars, yellow page ads, and brochures were ranked as the three most effective marketing tools. The major reasons respondents did not engage in more marketing activities were concerns over the costbenefits of their use.